Barracuda doubles down on partner and distributor profitability

New investments in the Barracuda Partner Success Program include more favorable partner and distribution compensation models, including discounts and rebates, and expanded technical enablement and resources.

  • 2 months ago Posted in

Barracuda Networks has introduced new enhancements to the Barracuda Partner Success Program aimed at increasing partner margin and profitability and expanding technical enablement for channel partners and distributors.

Investments in the global Barracuda Partner Success Program include:

· Improving partner compensation models globally. Including new discounts and rebates for top-tier partners and the expansion of internal offerings to create more opportunities for partners to maximize their revenue.

· Strengthening distribution. Newly redesigned compensation models support long-term business growth for partners by putting them in a better position to recruit new customers and enable and secure their businesses.

· Enhancing the partner sales and technical enablement. Provides access to four new partner technical certification courses and expanded technical enablement resources. This includes making it easier for partners to build customized, trackable links to the Barracuda Email Threat Scanner and access reporting on their customer scans.

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“As a 100% channel-focused company, we strive to put ourselves in our partner’s shoes to understand their unique perspectives better and deliver on their requirements. We call this 'partner empathy’,” said Jason Beal, Vice President, Worldwide Partner Ecosystems, Barracuda. “Just three months after launching our global Partner Success program, we are excited to announce key enhancements to the program that will enable our partners to maximize their success through the partner multiplier, leading to greater profitability when they go to market with Barracuda.”

Alongside its investments in partner profitability, Barracuda is also introducing a new Premier-level rebate for top-tier partners. The new rebate program is structured around the customer success framework of the LAER model: land, adoption, expansion, and retention and renewal, to help drive partner profitability. The rebate program rewards partners for achievement of landing new customers, improving full adoption of product functionality by customers, expanding offerings across the Barracuda portfolio, and retaining customers through valuable renewals support.

“This new rebate came out of recent discussions with our Partner Advisory Board and is a significant milestone for Barracuda in recognizing top-performing partners around the globe,” added Beal.

Investments leading to growth and success for Barracuda and its partners

The Barracuda Partner Success Program was launched in December 2023 with the goal of ensuring partner success around the globe through two core elements: the shared success model and partner agility. A key differentiated element of the program is Barracuda’s support for reseller partners across multiple routes to market — resale, MSP, and marketplaces — providing reseller partners with benefits and resources based on their total sales contribution.

As a result of all of the recent investments Barracuda has been making in partner success, the company experienced 14% growth in annual recurring revenues (ARR) for SaaS solutions and 17% growth in ARR through Barracuda’s MSP business. The number of hybrid partners is also growing.

“As a trusted partner, Barracuda's commitment to enhancing its partner program contributes meaningfully to our ongoing success. The technical enablement tools and resources they provide help us to optimize the customer experience, which sets us apart from the competition and helps us differentiate our offerings in an increasingly competitive business environment,” said Structured President and CEO Ron Fowler.

Jessica McDowell, SVP of High Growth Business Development & Strategy, TD SYNNEX said, “Barracuda's increased investment in domestic distribution is a clear indication of their commitment to partner success and their focus on distribution as a key driver. We are proud to work with Barracuda in North America to assist our mutual partners in meeting the diverse needs of their customers through Barracuda's cloud-first cybersecurity solutions.”

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